Scaling Halara’s Winter Category to 2.5x YoY Growth

Project Overview
1. Led the winter product growth initiative for Halara. Since most Halara best-sellers (e.g., tennis skirts, dresses) were summer-oriented, winter demand and sales historically underperformed. The goal: create winter hero SKUs that could sustain strong seasonal revenue.

Key Responsibilities & Execution
1. Consumer & Market Insight Mining

Led online promotion and data analytics to identify high-potential winter SKUs.

Conducted multi-source data analysis: past sales records, content engagement data, social listening, search trends, and viral TikTok videos.

Delivered insight reports to product managers, guiding the development of a differentiated best-selling winter legging series.

2. Product Launch & On-Site Optimization

Collaborated with the operations team to optimize site experience, improving discoverability, click-through rates, and conversion.

Provided continuous input on product naming, positioning, feature highlights, and content angles.

3. Online Advertising & Content Marketing

Launched integrated paid campaigns combined with influencer content, UGC videos, and TikTok-native creative formats.

Amplified key product attributes (fabric innovation, warmth, comfort, shaping) to build strong consumer resonance and drive conversion.

⭐ Project Results & Impact

1. Scale: Successfully launched 5 seasonal hero SKUs, establishing Halara's core winter product matrix.

2. Growth: Driven a 250% (2.5x) YoY revenue increase for the legging category in Winter 2022.